A three-item scale measuring how effective a respondent believes a specific anti-smoking warning message is at communicating health risks, encouraging current smokers to quit, and deterring non-smokers from starting. Used across multiple studies involving mock cigarette advertising featuring graphic or text-based warnings.
Davis, C., & Burton, S. (2016). Understanding graphic pictorial warnings in advertising: A replication and extension. Journal of Advertising, 45(1), 33–42.
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